Video branding

Videos can be used to address target audiences much better, especially in industrial marketing communication. Technical or complex products, services, and ideas can be brought to life and presented in a tangible way. Through consistent video branding, we at our B2B branding agency create the creative basis for better brand recognition in videos and films.

Watching instead of reading …

Video branding. Putting your brand in the spotlight.

Watching instead of reading has become possible thanks to digitization and fast, widely available Internet. If assembly instructions or operating manuals are available online in both text and video formats, more users usually click on the video. This is faster, easier, more convenient, more varied, and more lively. If, however, a user moves on to click on a company’s YouTube channel and is presented with a variety of visual impressions and styles, this is not conducive to sustainable brand perception. The common denominator is video branding guidelines that provide a visual framework. As a B2B branding agency, we take a close look at the unique requirements of the various video formats.

Video branding guidelines

As part of the video branding guidelines, elements and constants are provided that contribute to the recognition of the brand originator, regardless of the content of the video.

From our point of view as a branding agency, a defined intro and outro that showcase the brand audiovisually are absolute basics. These can be a pure logo animation or an appealing mini clip that emotionalizes the brand more strongly. If this film clip is used consistently, it provides orientation, creates recognition, and puts the brand in motion.

Standards for film titles and credits in the end credits are also helpful. Through repetition, the viewer learns what is where, and it is not necessary to rethink where to place which content for each film. The same time and efficiency advantages apply as in print.

Graphic guidelines for the design of graphic overlays and text inserts in the lower third of the image area (lower thirds, chyrons) are also helpful. Type is always an important design constant. Defined sizes ensure that the information can be easily read even when displayed in small formats, such as on a smartphone. Furthermore, video branding guidelines consider the order of the information in advance. Something similar should also be defined for the basic handling of text information in videos. In addition to size, one needs to consider presentation, text effects, the speed of fading in and out, and tips on reading time and amount of text in videos.

Transitions, fades, and effects as well as the rhythm of the cuts are equally an area that can be used for consistent video branding and are standardized by the B2B branding agency. These themes have a very subtle effect on the viewer. They therefore subliminally convey brand values. This makes it all the more important that these effects match the brand.

Everything relating to visual language, image style, color, and lighting effects should be based on the defined imagery of the brand. The same applies to illustrations, charts, graphics, and multimedia animations.

Video branding is the visual anchor point of a brand that not only tells stories, but also expresses the soul of the brand in moving images.

The content counts

A good video tells a story — about a solution, concrete advantage, experience, or new possibilities. And like any story, a video has a beginning, a main part, and an ending. The central question is: Why should someone watch this video? That’s what we answer first and foremost at the branding agency.

Basically, there are a few points that form the basis of a good video. It helps to have a main character, although in industrial marketing communication this anchor can also be a product. The dramatic composition of the story should be able to be captured in pictures and accordingly have a beginning, main part, climax, and an ending. Sequences, movements, and changes must be possible. Monologs at the desk or interviews which are too long are not captivating, except with extraordinary personalities. And it is important to get close to the subject, people, and experiences. If these few requirements are met and the video has a tangible relationship to the brand, the video makes a valuable contribution to brand perception and brand experience.

There is no way around the video …

Web videos are becoming increasingly important in terms of content marketing, search engine optimization, and being found on the web. Most people would rather watch something than read it. And Google, in particular, likes to “read” content on YouTube; after all, the companies are owned by the same company. And let’s not forget: YouTube is a very popular search engine and at the same time one of the largest social networks.

Numerous studies prove what is obvious. Content containing video keeps the interest of the page visitor longer, users prefer to click on film content rather than text content, and users share video content far more often on social networks. This has an even greater impact on landing pages and microsites.

With videos, which can be produced easily and quickly today, target groups can be addressed much better, including and especially in industrial marketing communication. Technical and complex products, services, and ideas can be brought to life and presented in a tangible way. Vividness and authenticity strengthen the brand. The enthusiasm and passion of creators and users inspires. Testimonials contribute effectively to building trust. And the increasingly popular “how to” videos in particular have great potential. Tips, tricks, and a look behind the scenes add a personal touch. This in turn helps prospective customers identify more quickly with the brand or products.

The development of video branding reflects the ongoing fusion of visual identity and emotional narrative, which is becoming increasingly important in a digital world.

Video branding in the INCREON Studios

Brand = branding = recognition. An own studio, as used for news and TV shows, creates an important visual brand space. What used to take a great deal of effort is now possible at a manageable cost thanks to advanced digitalization. Scenes for “how to” videos are recorded in the B2B branding agency INCREON’s own green screen studio. Or interviews are conducted. Or facts are explained on imaginary screens. The scenes from the green screen studio are integrated into the virtual studio at the editing station. Multimedia animations, graphics, and films are shown on screens. Products are presented three-dimensionally in the studio. This makes it easy to present individual products, entire product groups, and new products. Our agency can also implement all this in a live stream for market launches.

This type of video branding in your own studio opens up completely new possibilities for industrial marketing communication and product presentation — at a manageable cost.

Virtual avatars and metahumans open up a new world of limitless creative possibilities and personalized interactions in the digital sphere.

Merging video and 3D visualization

Visual communication is facing exciting changes as video branding, video content, and 3D visualization increasingly merge. For us as a branding agency, this convergence is creating innovative ways to do B2B storytelling and present B2B brands.

Virtual avatars and metahumans are revolutionizing video production. These digital actors make it possible to create individual characters, identities and personalities, and brand ambassadors that act like humans. From personalized brand communication to the creation of unique protagonists, virtual avatars and metahumans are opening up new horizons for video content. They enable B2B brands to communicate their messages in a highly personalized and creative way. A virtual avatar can be the guide for a product video or the anchor for many product videos, while adding a personal touch.

Furthermore, virtual worlds offer a significant advantage for video production. Traditionally, filming in different locations at different times or under certain weather conditions required complex logistical planning. Virtual worlds solve these challenges by offering the ability to create scenarios digitally. Whether it’s a desert, beach, rainforest, arctic environment, or metropolis at night, the flexibility of virtual worlds allows different scenarios and moods to be created in a controlled digital environment. In a virtual world, we as a B2B branding agency can use our 3D and CGI studios to present products in an extraordinary context that could not be realized in the physical world.

In a world that is constantly evolving, the merging of video branding, video, and 3D visualization with virtual avatars and metahumans and virtual worlds offers an exciting journey into the future of visual communication. With our experience as a B2B branding agency, we encourage companies to take advantage of these opportunities to strengthen their brand presence, tell fascinating stories, and convey their messages in a way that has never been done before.

Explore more possibilities at INVIZCOM.

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